Challenge

The Donate Life Kentucky Trust (formerly the Kentucky Circuit Court Clerks’ Trust for Life) recruits Kentuckians to become organ and tissue donors when they obtain a driver’s license or ID. Despite great success, the fact remains that over 1,000 Kentuckians and 100,000 Americans are still waiting for a life-saving organ transplant and people die every single day waiting on that life-saving call.

Donate Life KY came to PriceWeber asking for an innovative, creative, and original way to persuade uncommitted people across Kentucky to join the Organ Donor Registry and to do it with a decreased media budget compared to the previous year.

OBJECTIVES

• Increase registered organ donors in Kentucky (nationally & statewide) by 5% or more.
• Develop a creative platform that can be revisited in future years.
• Build top-of-mind awareness for the general public to boost registrations during new and renewal license and ID visits.

Solution

While Donate Life Kentucky has done a great job telling the stories of organ donors and recipients, that messaging is not effective for all Kentuckians. The client and agency team collaborated on a concept to remind Kentuckians that our furry family members need us, too. “Save My Human” delivered a sweet, low-pressure reminder to “pet parents” everywhere that the small act of signing up as an organ donor could save up to eight other pet parents’ lives. Fittingly, the “Save My Human” campaign launched on National Love Your Pet Day. The campaign included the following:

Paid Tactics:

• Traditional Media: TV, Cable, Outdoor Billboards
• Digital Media: Digital Video (OTT), Paid Social
• Social Media Influencers

Earned & Owned Tactics:

• PR/Earned Media
• Organic Social Media
• Merchandise   
• Splash page on website

Creative:

• :30-animated spot showcasing a person in need of a transplant and how that affects everyone in their life, including their pet
• Animated gifs and still images for digital media
• Billboards and bus shelters for outdoor traditional media
• Signage for paid and unpaid social media influencers, as well as printable signs for anyone wanting to print out their own
• Merchandise (t-shirts and pet bandanas) for purchase on the website splash page 
• Website splash page

Results

• 7.2% increase in registries year over year in the state of KY
• 42% increase in national registries year over year
• 96% increase in earned media
• 85,000 digital media engagements for under $3,000
• 16.8 million traditional impressions